The study also found 70% of residents prefer brands to communicate in English and they are more likely to be swayed by those holding positions of authority such as elders, religious leaders and teachers in their communities (11%) than they are by celebrity influencers.
“This calls into question the budgets spent on influencers and how impactful they are to a brand’s bottom line,” said Mashiri.
Other sections of the report highlight that most residents prefer paying cash because “it is largely untraceable”.
Blessers, payday loans and black tax are some of the components of the troubled financial ecosystem that have to be navigated.
The report states black tax is not about keeping aged parents afloat but goes beyond that. Family members who have been unemployed for long periods are being supported by employed family members.
“While this research paper is not intended to be an in-depth analysis of the township environment, it should provide some level of insight that empowers marketers to refine their activities to better engage one of the most misunderstood audience segments in SA,” said Mashiri
The full report can be accessed here.
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